Transcript

Brad Powell: 0:00

If you have an expert business and you want to grow your personal brand, I want to assure you that, contrary to what most of the online marketing world will tell you, you don’t need to go viral to grow your brand. In fact, the smartest way to scale your business and grow your brand is to scale trust, and trust it’s not built with more content. It’s built through the way you show up, and in today’s episode, I’m going to show you how expert businesses are building demand one conversation at a time and how you can turn the way you already work with clients into your most powerful marketing strategy. If you’ve ever felt like your content isn’t landing, it’s not because you’re not performing well enough. It’s because trust can’t be performed. It can only be earned, and the best way to earn it One genuine conversation at a time. Now, everybody knows viral content can get you seen, but trust is what gets you chosen, and most experts don’t actually need a bigger audience. What you need is to build deeper trust with the right people. Today, I’m going to walk you through five simple ways.

Brad Powell: 1:18

Expert entrepreneurs are using everyday conversations to build trusted brands, and all without becoming full-time content creators. So there’s this moment that happens with almost every client I work with, We’ll be in the middle of a recording session, which is really just this back and forth conversation between the two of us, and we’re just talking casually and then suddenly they’ll say something and I’ll stop them and go wait what you just said, that’s it. That’s the thing. And they usually laugh and say really that I was just answering your question. But what they don’t realize is in that one unscripted moment they just built more trust than all their polished posts, perfectly written bios and scheduled content combined. Because the reality is, you don’t build trust by creating more content. You build trust by sharing the moments where your expertise actually comes alive, In conversation, in context, in your own words. And that’s what today’s episode is all about how to turn everyday conversations into the most powerful marketing you’ve ever done.

Brad Powell: 2:31

I’m Brad Powell, and this is the Standout Business Show, the podcast for those who want to make a bigger difference by showing up differently. This show is about saying what others won’t, sharing the ideas that only you can say and becoming the kind of brand that people remember and talk about. This is episode number five in our current series on ditching the content machine. If you missed episodes one through four. Definitely go back and check those out, especially the last episode, which was called the Attention Advantage, which absolutely caught fire At the time of this recording. It has over 13,000 views, 850 hours of watch time and it brought 250 new subscribers to the channel, and this all happened within 48 hours. So if you’re one of the new subscribers, welcome. And if you haven’t subscribed yet, what are you waiting for? All right, let’s get started.

Brad Powell: 3:37

Before we dive into the five steps that I’m covering today, let’s answer this one basic question Does having a strong personal brand really matter? Well, let me introduce you to a guy named Rory Vaden, who’s the founder of the Brand Builders Group. He’s helped grow the personal brands of big influencers like Lewis Howes, Amy Porterfield, Jasmine Starr, and recently he invested a hundred thousand dollars into a national research study. To answer the question does having a personal brand matter? Well, here’s some of the highlights from the study, and they’re pretty surprising 74 of americans say they’re more likely to trust someone who has an established personal brand. 63% of people say they’re more likely to buy from someone who has an established personal brand and 57% say they’re more likely to recommend you. 55% say they’re more likely to do business with you and 29% of Americans actually said they’re more likely to go on a date with you just because you have an established personal brand. So it turns out having a personal brand can be a pretty good thing.

Brad Powell: 4:55

Now here’s my five foundational insights that will show you how you actually grow your personal brand and scale trust. Remember, it’s not about posting more. It’s about showing up in a way that mirrors how trust is built in the real world. Each of these five foundational insights and the stories behind them were taken from clients that I’ve worked with, and the video examples I’m sharing were all made during the interview sessions that I do with my clients to create their mic drop moments. Insight number one trust isn’t built in your feed. It’s built by becoming a familiar face. You don’t earn trust by being everywhere. You earn it by being recognizable, showing up consistently with your voice, with your face and your perspective. A few months ago, I worked with a client who had this incredible way of answering tough questions and she’s great at telling her clients stories. We took one of those responses, turned it into a 60-second clip and suddenly thousands of people were seeing her, the same way her clients did, as someone they could trust.

Tess Masters: 6:07

It is just so thrilling when we can help somebody reach their health goals and, even more importantly, help them find their self-love. Karen joined the 60 Day Reset and on the very first day that we started she got diagnosed with breast cancer. And it was a shock right and very emotional. She got diagnosed with breast cancer and it was a shock right and very emotional, and I was so inspired by her choice to go well, I came into this program just to improve my health. Now I’ve got a really powerful why.

Tess Masters: 6:33

She just went in in consultation with her doctors, followed our health advice and started eating really well and exercising, and then we just got the most incredible email from her yesterday. She has been given the all cancer free card from her doctors and they looked at all of her blood work and test results and just couldn’t believe how quickly she was able to recover and thrive. She did a mixture of medical treatments with her team, but also these diet and lifestyle practices, and when you put these things together, that’s when the magic happens. It’s pretty amazing to be a small part of that.

Brad Powell: 7:06

Here’s insight number two your best content is already happening in conversations. You don’t need a script, you don’t need to perform, you don’t need to plan some elaborate content calendar. Real trust is built when people feel like they’re hearing you speak from your lived experience, like they’re eavesdropping on the way you really talk with your clients. One of my clients, who’s a financial advisor, shared a conversation that he’d had with one of his clients and he did it with so much vivid clarity that I stopped him and said that’s it. That’s the clip.

Tom Snow: 7:43

One day I was having a conversation with one of our clients. I ask clients, as I sometimes do how are you feeling about our working relationship and is it what you expected, and are you comfortable with the decision you made? And he told me something that makes complete sense but I never really thought of. He said I was sitting home with my wife at the kitchen table after we had met eight firms over the course of a few weeks or a month and I said to her I can’t tell a damn bit of difference between any of them. They all sound the same. She looked at me and said you know, I agree, they all say the same things. They all promise the same promises. What are we going to do? So we just picked two that we liked and were comfortable with, and I’m happy with the two we picked, but you’re the one that has done everything you said you would do and that’s why you’re doing all our complicated stuff, and I really appreciate that.

Brad Powell: 8:33

We posted it and it got shared, not because it was flashy, but because it was relevant and people could see themselves in the story. Insight number three short form video isn’t about performing. It’s about capturing moments. You’re already saying brilliant, trust-building things. The problem is nobody’s capturing them. If you’re showing up every week for clients saying insightful, motivating, reassuring things, then you already have your content. You don’t need to perform, you just need to preserve what’s already working, and that’s the whole idea behind my Mic Drop Moments process. We don’t script your genius. We capture it one moment at a time.

Claudia Rucker: 9:17

We’re so afraid of being bad at something and yet when we get into that mindset, we rob ourselves of the beautifulness of just being in the messiness of it and exploring and the curiosity and I mean to me at least it’s so magical when we allow ourselves to be in that messiness, outside of the lens of we need to be perfect, we need to be good at this, and we step into okay, this is just a deep exploration and it’s so beautiful. I’m not doing it because I need an award or I need an achievement or I have a goal that’s tied to success, but I’m doing it because I really love it and I wake up for this. I’m good at it because it comes naturally to me. There’s your strength-based approach.

Brad Powell: 10:03

Number four one insight, Clearly spoken, beats a week of filler content. A landscape designer I worked with said one thing about how she blends her love of gardening into every design she creates. We turned that into a 60-second video. It was quiet, thoughtful, it was beautiful and it led to three new inquiries within days.

Alison Williams: 10:30

You can see why I love to do what I do. I love gardens, I love gardening and I love plants and I love being outdoors and helping other people be outdoors and be incredibly comfortable and relaxed and enjoying their space. What we do at the Narrow Lane is design and install those spaces and then we come back and we maintain them for our clients. So the client has a hand in all of that as much as they want, as little as they want. I can tell people all about their plants and what to do and how to look after everything in the garden, or we can come and do it for them, and so I love that about the narrow lane, specifically, that we’re full service design build, taking you from the first meeting and concept all the way through and then after.

Brad Powell: 11:26

So why does this work? So why does this work? Well, when people feel the emotion you have for the work that you do, they start feeling more connected to you, which is why they’re going to choose you. Last one, number five don’t try to win attention. Instead, earn trust and attention will follow. One of my clients, a business consultant, stopped trying to post content and instead she just started answering the same questions her clients were asking her every week, but doing it on camera.

Kathy Robinson: 12:01

One of the topics that a lot of people talk about but I don’t think people are getting quite right is this idea of personal branding. I’m sure you’ve heard it. There’s lots of people who talk about personal branding, but traditionally, when you’ve heard it, there’s lots of people who talk about personal branding, but traditionally, when people talk about it, they talk about it like they’re branding the past. It’s like they’re looking at a rearview mirror and then your brand unfortunately then becomes based on the past. I like to think about it that it’s actually like looking through the windshield. So your brand? Yes, of course it includes the things that you did in the past, the brand names you work for, the roles that you’ve done.

Kathy Robinson: 12:37

But the best possible personal brand is focused on the future. And it’s focused on the future of two things First, what’s your vision for the industry that you’re in or want to be in, how is it evolving and how do you see yourself being part of that change? And two, what’s your vision for the role that you hold or want to hold, and how do you see that role changing this year and next year? What is the state of the art of being a fill in the blank? Those are two things that you absolutely have to nail if you want to get your personal brand right.

Brad Powell: 13:11

These videos felt different. They were grounded, they’re specific, they’re intentional. And then one of her clips got shared and she got invited to speak at a major industry event. And that’s what happens when your message resonates People will start carrying it for you. So don’t fall for the myth that trust can only be scaled through more and more volume. It’s built one clear moment at a time, and those moments they compound. When you treat your everyday conversations as your best marketing, you stop performing and start connecting, and that’s how trust scales. And if you want to turn your next conversation into a trust-building moment, that’s what Mic Drop Moments is for. One interview with me gets you a month worth of content. Just go to standoutcallcom, schedule a time to talk with me and let’s make something that matters Next week on the show. Your message isn’t boring, it’s just not sticky. Yet I’m going to walk you through how to make your audience feel seen in your story so your message doesn’t just land, it lingers. Till then, keep showing up, because the right people are waiting for you.